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FIFTH highlights the function of aesthetics and punctuates the aesthetics of function.

FIFTH pioneers a form of reactive design. Reaction does not imply unoriginality, instead it is a term that describes precise outputs that are the result of measured human input.

FIFTH develops new artifacts only after observing authentic human interaction. This behavior validates processes and products according to a high standard of practicality.

The focus is on experience.

All disciplines require the authority of good design to order their parts. Core design principles like efficiency and unobtrusiveness can be applied to any field, but hold the same meaning, regardless of context. FIFTH champions those principles and relishes every opportunity to share them with neighbors and partners.

Experience design means curating a pure interaction between a product or environment and its users. This curation is what FIFTH does best.